2010 holidays shopping- Global Warming & Online Retail

US consumer’s spent 12{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c} more than last year online; an aggregate of $32.6 billion over the holidays, reported comScore on Wednesday as it released the final numbers for this 2010 Holiday season.
It seems Global Warming is good for retailers as comScore credited blizzard for the boost in sales. Other contributors to the growth included earlier than usual promotions and aggressive free shipping offers, which were used in more than 50{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c} transactions.

2010- Holiday Shopping- 12{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c} over 2009
2010- Holiday Shopping- 12{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c} over 2009

Cyber Monday, the monday after Thanksgiving (and the so-called start of the online shopping season) recorded the heaviest spending of the 2010 season and crossed the $1 billion threshold at $1.028 billion. Free Shipping Day (December 17, 2010) recorded the maximum jump (61{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c}) in sales over 2009

Cyber Monday and Free Shipping Day- Recorded Maximum Sales
Cyber Monday and Free Shipping Day- Recorded Maximum Sales

What’s the mantra for 2011?

1. Start the advertisements around your promotion early.

2. Get aggressive with shipping

3. Go Social, go Viral

4. Pray for bad weather? 🙂

Optimize Your Adwords Campaign for Holiday Season 2009

Holiday season is round the corner. Most online retailers do more than 50{b533f414762ff80097ee09d177cb5141b2a13e37c77cdd72580da9125ed6123c} of the annual turnover in the last quarter ( most of it in the last 6 weeks of the year). Do you have a strategy is place?

Strategy would vary by the industry however here’s a simple 3 step Adword Holiday Tactic that I have seen working for online retailers ( clothes, gifts, lifestyle etc.) :

1. Optimize the ad-text for ‘deals’ 2 weeks before Thanksgiving thru Black Friday and Cyber Monday.

2. Optimize the ad-text for ‘deals’ and ‘ free shipping’ Thanksgiving thru December 15th.

3. Optimize the ad-text for ‘shipping’ December 15 thru the New Year.

Here’s the search trends data from 2007 and 2008 that I base my tactic on.

Shopping Trend 2007
Shopping Trend 2007
Shopping Trend 2008
Shopping Trend 2008

I believe there is a simple explanation for this annual trend. There are 3 kinds of shoppers Obsessed, Confused and Disordered (My Retail OCDs 😉

Obsessed Shoppers: Obsessed buyers plan, hunt for deal, look out for coupons. This group shops in advance and hunts for deals. This group reads reviews before buying and posts reviews and comments after using the product. Lure them with Deals in December.

Confused Shoppers: Confused buyers are deal hunters but not committed to Shopping. These shoppers often look at the ROI of gifting (Some confused shoppers like receiving gifts before spending on gifts). Help them decide with deals and Free Shipping after Thanksgiving.

Disordered Shoppers: Disordered shoppers are lazy or busy shoppers. This group usually shops for gifts few days before Christmas and are worried concerned if they would make it in time. Offer them Express shipping.

Here’s wishing you a Busy Holiday Season!

P.S. Needless to say.. Optimize the landing page for the offers!!